How Has Writers' Strike Really Affected Things?

This story from the Hollywood Reporter reports on how the writers' strike is affecting TV viewing habits. The survey results tell us that people are watching 27% less network TV series. Doesn't this just mean that people don't want to watch re-runs? There's no new content on network TV.

Also, the story notes that the survey is taken solely from the 18-49 demo. Granted that is the most demo most coveted by advertisers, but this is also the group most likely to turn to DVDs and video games when there is little new content available. It would have been much more useful to see how the writers' strike has affected the entire TV-watching universe, followed by a demographic breakdown.